The Dodge Dart was a newcomer to its class in 2012, toting technical innovation and swag like it was Walter Payton. The Dart represented more than just a new vehicle offering; but rather a reinvention of the companies core in a way. Dodge abandoned its old processes and started fresh, drawing inspiration from Alfa Romeo.
The challenge Dodge faced was telling this story through the car. My copy counterpart and I set about capturing that story in a narrative where Dart meets its competition head on. Users were fed into unique comparisons of the Dart and a direct competitor via organic search, and the narrative would be served up contextually to those two cars only.
